Using Amazon Search Term Report for Advertising and Business Scaling

Amazon has become the go-to platform for businesses looking to reach millions of customers worldwide. With over 2.5 million active sellers, it can be difficult to gain visibility and drive sales without a strategic approach. 

One of the most powerful tools available for sellers is the Amazon search term report. This invaluable resource provides deep insights into customer behavior, search patterns, and the effectiveness of your advertising efforts. 

By effectively using the Amazon search term report, sellers can scale their business, optimize advertising campaigns, and drive more sales.

In this blog, we will discuss what the Amazon search term report is and how to utilize this report to optimize your ad campaigns and grow your business on Amazon.

What is Amazon’s Search Term Report?

The Amazon search term report is a feature offered within the Amazon Advertising platform that provides detailed data on the search terms. It leads customers to your products through sponsored ads. 

This report shows the actual keywords or phrases that customers used when they found and clicked on your listings. Essentially, it is a performance report for your ads that helps you better understand the search behavior of Amazon shoppers.

Understanding this report allows sellers to uncover valuable insights. It provides information about how their products are being discovered, what keywords are driving traffic, and where their advertising dollars are being best spent. 

Whether you’re running Sponsored Products, Sponsored Brands, or Sponsored Display campaigns, using the Amazon search term report helps sellers make data-driven decisions. This helps you improve overall advertising effectiveness for your business.

Now that you have a basic understanding of the report, let's explore how using it can significantly enhance your advertising efforts and ultimately benefit your business.

Benefits of Amazon Search Term Report

The Amazon search term report is an essential tool for sellers looking to refine their advertising strategies and scale their businesses. Here are some key benefits of using the search term report:

1. Better Keyword Insights: The report helps identify high-performing search terms that are driving sales, as well as underperforming ones. This insight enables sellers to adjust their campaigns to target profitable keywords and avoid wasted ad spend.

2. Refining Ad Campaigns: Sellers can fine-tune their keyword targeting by reviewing which search terms led to clicks and conversions. They can bid more aggressively on successful search terms while pausing or adjusting bids on low-performing keywords.

3. Improved Return on Investment (ROI): With the ability to evaluate keyword performance, sellers can optimize their ad spend and increase the possibility of generating profitable sales. As a result, businesses can scale their operations without significantly increasing their advertising budget.

4. Understanding Customer Behavior: The search term report also provides insights into how customers are searching for your products, giving you a better understanding of customer intent. By analyzing this data, sellers can improve product descriptions, titles, and other aspects of their listings to align better with customer expectations.

5. Strategic Product Launches: For businesses looking to launch new products, the search term report offers valuable insight into the types of keywords that resonate with your target audience. This can be a game-changer when it comes to choosing which keywords to target during product launches.

By providing granular insights into customer search behavior, it empowers you to refine keyword targeting, eliminate wasted ad spend, and uncover valuable product discovery trends. 

Utilizing this data to improve listing optimization, refine negative keywords, and identify high-converting search terms directly translates to increased visibility and improved click-through rates. 

Understanding the benefits is one thing, but to truly utilize the power of the Amazon Search Term Report, you need to know what specific data it provides. Let’s take a closer look at the key information included in the report.

What Information Regarding Amazon Search Terms Are Included in the Report?

The Amazon search term report provides a vast amount of data that can be used to optimize your advertising strategy. 

Here are the key elements typically included in the report:

1. Search Terms: This is the core data point in the report. It shows the specific keywords or search phrases that customers typed into Amazon’s search bar to find your product.

2. Impressions: This column tells you how many times your ads appeared for the corresponding search term.

3. Clicks: It reveals how many times customers clicked on your ad after seeing it.

4. Conversions: This shows how many of the clicks resulted in actual purchases. Conversions are the most important metric for evaluating the effectiveness of your ads.

5. Ad Spend: This shows how much money was spent on a particular search term or keyword.

6. ACoS (Advertising Cost of Sale): ACoS is a key metric that tells you how much you’re spending on advertising relative to the revenue generated. A lower ACoS generally means a more profitable ad campaign.

7. Total Sales: This is the total revenue generated from customers who clicked on your ads and made a purchase.

By reviewing these metrics, you can gain a clearer picture of which search terms are driving the most value for your business. It allows you to optimize your campaigns accordingly.

Now that we know what insights the report provides, let’s walk through how you can access it within your Amazon Seller Central account and start analyzing the data.

How To Access the Search Term Report?

To access the Amazon search term report, follow these simple steps:

1. Login to Your Amazon Seller Central Account: Start by logging into your Seller Central account.

2. Navigate to Advertising: Once logged in, go to the "Advertising" tab at the top of the page.

3. Choose Campaign Manager: Under the "Advertising" tab, click on "Campaign Manager" to open your advertising dashboard.

4. Access Reports: On the Campaign Manager page, click on the "Reports" option located in the navigation menu.

5. Download the Search Term Report: Under the "Report Type" drop-down menu, select "Search Term Report." You can choose the date range for the report and then download it in CSV format for further analysis.

Once you’ve downloaded the report, you can begin analyzing the data to optimize your campaigns.

Once you have the report in hand, it’s time to understand how to analyze and interpret the data. This step is crucial to making informed decisions and optimizing your campaigns.

Analyzing the Search Term Reports

Understanding how to analyze and interpret the data within the Amazon search term report is key to making actionable improvements to your campaigns. Here’s how you can interpret the key metrics:

• Identify Top-Performing Keywords: Look at the search terms that are driving the most conversions with the lowest ACoS. These are the terms you want to focus on by increasing your bids or creating new campaigns around them.

• Spot Negative Keywords: Keywords that are generating clicks but no conversions can be flagged as negative keywords. This will help you avoid wasting ad spend on terms that aren’t yielding results.

• Focus on High-Volume Keywords: If a specific search term is consistently generating high impressions and clicks, it’s likely a high-traffic keyword. Consider investing more resources into these keywords to capture more customers.

• Monitor ACoS: Keep a close eye on the ACoS for each search term. If your ACoS is high for a particular keyword but sales are low, it’s time to adjust your bid or add the term to your negative keyword list.

This process allows for the refinement of keyword targeting, the elimination of irrelevant traffic, and the discovery of new, high-potential opportunities. 

Ultimately, effectively analyzing these reports empowers you to make data-driven decisions, optimize your campaigns, and drive sustainable growth on the Amazon platform. 

With a better understanding of the data, you’re now ready to learn how to use the Amazon Search Term Report to enhance your ad campaigns and grow your business.

How To Optimize Your Ad Campaigns Using Search Reports?

Amazon's Search Term Reports are a goldmine of data for sellers looking to optimize their ad campaigns. However, simply having access to this information isn't enough. Using the Amazon search term report effectively can dramatically improve your advertising strategy. Here are some actionable steps you can take:

1. Refine Keyword Targeting: Use the report to identify high-converting search terms that should be added to your campaigns. Also, identify low-performing search terms and remove them to save on ad spend.

Your Amazon search term report reveals high-converting and wasteful, low-performing keywords. But manually adjusting your campaigns? It is time-consuming and prone to errors. Imagine instantly identifying winning keywords and adding them to your campaigns while slashing your ad spend on the low-converting ones.

That's where SellerMate's live ads feature can help you. It allows you to search for your keywords, track your ad ranking, and adjust target bids to rank higher if needed. Stay competitive with real-time updates; SellerMate empowers you to instantly capitalize on the insights from your search term reports.

2. Create Negative Keywords: If a keyword is bringing in a lot of clicks but no sales, consider adding it as a negative keyword. This helps prevent irrelevant clicks from draining your budget.

3. Adjust Bids Based on Performance: Based on the performance of the search terms, increase bids for high-converting keywords and lower bids for underperforming terms.

4. Test New Variations: Experiment with different variations of high-performing search terms to further optimize your campaigns and discover even more profitable keywords.

5. Create Custom Reports: You can customize your reports to focus on specific metrics like impressions, clicks, and sales. This will help you monitor the performance of individual search terms in more detail.

Optimizing Amazon ad campaigns with search term reports is a continuous cycle of analysis, adjustment, and refinement. 

By consistently monitoring search term performance and expanding your targeted keyword list with discovered terms, you can significantly enhance your campaign's efficiency. 

To wrap things up, here are some expert tips for getting the most out of your Amazon search term report, ensuring you’re using the insights to their full potential for campaign success.

Tips for Successfully Using Amazon Search Term Reports

The full potential of Amazon advertising depends on your ability to decipher and utilize the information contained within Search Term Reports. Using Amazon search term reports effectively can significantly boost the success of your advertising campaigns. 

Here are some practical tips for optimizing your approach.

1. Regularly Review Reports: Consistently downloading and analyzing your search term reports is key to spotting trends and areas for improvement. Frequent review allows you to make timely adjustments and optimize your ad strategy.

2. Utilize Automated Campaigns: Automated campaigns can help streamline your keyword targeting, but it’s important to still manually review the reports. By doing so, you ensure that your decisions are based on data, maximizing your campaign effectiveness.

3. Balance Broad and Exact Match Keywords: To reach a wider audience while maintaining relevance, use a combination of broad, phrase, and exact match keywords. This balance helps capture more search traffic while keeping ads highly targeted.

4. Segment Your Data: If you sell multiple products, consider segmenting your reports by product category. This allows you to gain deeper insights into which products and keywords are performing best.

By following these tips, you can use Amazon’s search term reports better, drive more effective advertising campaigns, and ultimately increase your sales. Regular analysis and strategic adjustments are the keys to long-term success on Amazon.

Wrapping Up

The Amazon search term report is a valuable tool for any seller looking to optimize their advertising efforts and scale their business on Amazon. By understanding the report’s key metrics, analyzing customer search behavior, and making data-driven decisions, sellers can fine-tune their campaigns for better results. 

Whether you aim to increase conversions or optimize keyword targeting, using the search term report effectively will help you realize your business’s full potential on Amazon. 

Regularly reviewing and refining your ad campaigns based on the report’s insights will ensure your business continues thriving in a competitive marketplace.

Ready to see better results from your Amazon ads? Let SellerMate optimize your campaigns for maximum performance and return on investment. Book a demo today and start scaling your sales with targeted, data-driven advertising.

FAQs

Q1. Can I segment my Search Term Report by product category?

Ans- Yes, you can segment your Search Term Report by product category if you sell multiple types of products. This helps you analyze how different product categories are performing and adjust your advertising strategy accordingly.

Q2. What should I do with high-volume search terms that aren’t converting?

Ans- If a high-volume search term is generating many clicks but not converting, it’s best to add it as a negative keyword. This will help avoid spending on irrelevant traffic and improve the overall efficiency of your campaigns.

Q3. How can I use the Search Term Report for keyword expansion?

Ans- The Search Term Report can highlight successful keywords that are driving traffic and sales. You can use these terms to expand your keyword list, create new campaigns, or further refine existing ad groups.

Q4. What should I do if my Search Term Report shows a high ACoS but low sales?

Ans- A high ACoS with low sales suggests that your ads are not effectively converting clicks into purchases. Consider revising your bidding strategy, adjusting product listings, or focusing on more targeted keywords to improve conversion rates and reduce costs.